SMIRNOFF EXPERIENCE by NEWSTYLE for Smirnoff

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SMIRNOFF EXPERIENCE

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Industry Vodka
Media Promo & PR
Market Brazil
Agency NEWSTYLE
Creative Director Ricardo Brad Correia
Art Director Elder Oliveira
Copywriter Eduardo Di Lascio
Released October 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: DIAGEO
Product/Service: VODKA
Agency: NEWSTYLE
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: NEWSTYLE, Sao Paulo, BRAZIL
Chief Creative Director: Claudio Xavier (NewStyle)
Chief Account Director: Alice Coutinho (NewStyle)
Creative Director: Ricardo Correia (NewStyle)
Art Director: Elder Oliveira (NewStyle)
Copywriter: Eduardo Di Lascio (NewStyle)
Planner Manager: Claudia Bertoni (NewStyle)
Planner Manager: Perola Freeman (NewStyle)
Planner Assistant: Rafael Gonçales (NewStyle)
Planner Assistant: Aluysio Campos (NewStyle)
Account Director: Roberta Lourenço (NewStyle)
Account Assistant: Maria Fernanda Mourão (NewStyle)
Event Manager: Claudio Olimpio (NewStyle)
Event Assistant: Vinicius Machado (NewStyle)
Production Manager: Aleksandra Olivares (NewStyle)
Media placement: Flyers, Bathroom Materials & Blitz - Bars - 27 September 2009
Media placement: Flyers, Bathroom Materials & Blitz - Restaurants - 27 September 2009
Media placement: POP Materials - Point Of Purchase - 27 September 2009
Media placement: Pocket Shows - Disco - 16 October 2009
Media placement: Revelled Line-Up Event - Website - 21 October 2009
Media placement: Revelled Local Event - Website - 23 November 2009
Media placement: Event - Cinema Complex Under Construction - 28 November 2009

Describe the objective of the promotion.
Smirnoff is the # 1 vodka brand in the world, a leader in Brazil, and is seeking to increase the emotional connection with consumers. For this, one of the tools to use is the Smirnoff Experience, a programme that brings up extraordinary and unique experiences, conveying the spirit and personality of the brand. However, the lack of consistency among the previous editions has made the public poses no identification and involvement with the programme. The challenge for 2009 was reviving it with a theme of high-power effect, generating involvement with the public, making its proposal clear.

Describe how the promotion developed from concept to implementation
Inspired in squats from London, the agency brought the Smirnoff Experience concept - London Squat Party. For the first time a commercial event and turned to the general public sold tickets without revealing the location or the line up. Only one week before the event, the public learned of the site via SMS. On that day, 13 national and international attractions were brought together in a cinema complex under construction, which had never happened before in an event. Besides abusing of projections and graffiti, the rooms were revealed through Le Parkour actions, where dancers 'broke' walls, in a real invasion squat.

Describe the success of the promotion with both client and consumer including some quantifiable results
The public bought the idea and the tickets sold out even without knowing the location or the attractions. So the storytelling squat got the consumer involved even before the event, which became a hit in TVs, newspapers and magazines, websites and blogs, and encouraged conversations in social networks. Thousands of people were able to experience an extraordinary and unique experience. The 2010 edition is already expected among the specialised media and general public.

Explain why the method of promotion was most relevant to the product or service
The innovative and surprising format has drawn people's attention and it was clearly understood by the audience who identified with it, increasing the emotional connection with the brand. This striking event has made clear to consumers that Smirnoff is a drink that offers great moments. The brand brought an unknown line-up and location to the event that assimilated good expectations of the brand by the public.